LRXD and TRUETONiQS™ Show That How You Feel Is All That Matters™

TRUETONiQS™ is a line of liquid dietary supplements designed for a growing number of people who demand more than sugary sodas when they say, “I’m thirsty.” Beyond that need, TRUETONiQS is the only brand sitting at the intersection of refreshment, hydration and nutrition. And we’re telling their story, not with a bunch of miracle in a bottle claims, but with a simple request that consumers give TRUETONiQS elixirs a try, then tell us what they think. After all, to us, “How you feel is all that matters.”

TRUETONiQS has just reformulated its SKUs — BRAIN TONiQ™ and FIT TONiQ™ — and added two formulas, ZEN TONiQ™ and IMMUNO TONiQ™. We needed a brand story and super-compelling graphic design system to stand apart in the crowded cold case while being true to what TRUETONiQS is as a company, as a brand and as people.

The products are special because they’re based in Ayurveda — the 5,000-year-old medicine of India. TRUETONiQS is confident in their formulations, but they’re also very aware of intense FDA scrutiny involving nutritional supplement claims.

We had to communicate a confidence in the quality and efficacy of the products without raising the ire of the FDA, and frankly, without bullshitting consumers with a bunch of marketing propaganda.

We focused on its botanicals and designed cans with inkblots — which serve as hidden visuals and are open to interpretation. Is that a meditating man on FIT TONiQ?

Our story therefore puts the consumer in charge, by expressly not making claims. Instead, we ask for trial and feedback on the open web. We made TrueToniqs.com a place where customers could easily find everything they want to know about TRUETONiQS ingredients, by redirecting them to other reliable sources on the internet. The product pages link to outside information about the botanicals used in the products. The blog page is pulled entirely from outside sources that mesh with the TRUETONiQS lifestyle. There is even a search page that invites users to state how they feel to receive a list of blog suggestions to fit their current mood state. We’re hoping this level of transparency and trust will make TRUETONiQS popular with an increasingly savvy and skeptical consumer.